Tongcheng Travel

Building Southeast Asia’s Local Content Ecosystem with Everyday Creators

Tongcheng Travel

Building Southeast Asia’s Local Content Ecosystem with Everyday Creators

2000+

KOC Posted

+25%

Search Visibility

4.7%

Engagement Rate

Client

Tongcheng Travel

Industry

OTA / Online Travel Platform

Solution

Multi-Market Localized Content Growth Solution

Services

#Content Localization #Creator Matrix Management #Brand Awareness #Cross Market Content System #KOC Creation #Xiaohongshu Overseas Operation

Problem

Global storytelling starts with local understanding

As one of China’s leading online travel agencies (OTA), Tongcheng Travel sought to deepen its presence in Southeast Asia.
However, the brand faced three key challenges in its content expansion:

Cultural Fragmentation — Diverse cultural backgrounds across six markets made it difficult to craft universally resonant messages.
Lack of Local Creators — Limited access to native KOC resources hindered localized storytelling at scale.
Content Efficiency Bottleneck — Varied travel preferences across countries increased the complexity of content planning and execution.

Tongcheng needed more than just a few viral posts — it needed a repeatable, scalable local content system.

As one of China’s leading online travel agencies (OTA), Tongcheng Travel sought to deepen its presence in Southeast Asia.
However, the brand faced three key challenges in its content expansion:

Cultural Fragmentation — Diverse cultural backgrounds across six markets made it difficult to craft universally resonant messages.
Lack of Local Creators — Limited access to native KOC resources hindered localized storytelling at scale.
Content Efficiency Bottleneck — Varied travel preferences across countries increased the complexity of content planning and execution.

Tongcheng needed more than just a few viral posts — it needed a repeatable, scalable local content system.

Solution

Real stories, told by real people.

Building a human-centered content growth engine across six Southeast Asian markets.

Local Matrix Accounts on Xiaohongshu (Malaysia First)
- Established 60 local IP Xiaohongshu accounts from scratch, each built around authentic, localized voices.
- Our in-house operation team managed daily nurturing and publishing, maintaining over 80 active accounts and thousands of original posts.
Authentic Handwritten Content Production
- Unlike mass AI-generated outputs, we emphasized real people, real stories, real experiences.
- Produced 150–200 handwritten posts daily, reflecting local lifestyles and travel perspectives in Malaysia.
Collaborative Topic Planning & Creative Co-creation
- Designed content themes based on search insights, local travel paths, and cultural rhythms.
- Maintained two strategic storytelling pillars:
  - “Outbound travel through Malaysian eyes”
  - “Life of Chinese expats in Malaysia”

Building a human-centered content growth engine across six Southeast Asian markets.

Local Matrix Accounts on Xiaohongshu (Malaysia First)
- Established 60 local IP Xiaohongshu accounts from scratch, each built around authentic, localized voices.
- Our in-house operation team managed daily nurturing and publishing, maintaining over 80 active accounts and thousands of original posts.
Authentic Handwritten Content Production
- Unlike mass AI-generated outputs, we emphasized real people, real stories, real experiences.
- Produced 150–200 handwritten posts daily, reflecting local lifestyles and travel perspectives in Malaysia.
Collaborative Topic Planning & Creative Co-creation
- Designed content themes based on search insights, local travel paths, and cultural rhythms.
- Maintained two strategic storytelling pillars:
  - “Outbound travel through Malaysian eyes”
  - “Life of Chinese expats in Malaysia”

Result

Over 2,000 Xiaohongshu creator posts published

Over 2,000 creator posts published across Malaysia, building an authentic and human-centered social content network.

+25% increase in keyword visibility — higher search frequency and stronger brand exposure across local platforms.

60+ active local accounts — a stable multi-account ecosystem sustaining long-term brand awareness and engagement.

When a brand lets locals tell their own stories, its message naturally crosses language and cultural barriers—creating sustainable social resonance.
This is the core of E-Talent’s value: helping brands let their content grow from local soil and tell their own stories to the world.

Over 2,000 creator posts published across Malaysia, building an authentic and human-centered social content network.

+25% increase in keyword visibility — higher search frequency and stronger brand exposure across local platforms.

60+ active local accounts — a stable multi-account ecosystem sustaining long-term brand awareness and engagement.